Released: August 08, 2005 Starbucks Brews Up Trouble for Dunkin' Donuts: Seattle Chain's Coffee Preferred by 34% to 30%; 'Starbucks Divide' Evident in Age, Politics of Coffee's Drinkers -New Zogby Consumer Profile Finding
(Utica, NY)-Starbucks coffee is preferred by more Americans than rival Dunkin' Donuts' caffeinated offerings, leading the longer-established brand by 34% to 30% nationwide, according to the Zogby Consumer Profile. The in-depth survey of consumers also finds a substantial "Starbucks Divide" marking age and political differences. The Zogby Consumer Profile survey of 15,556 adults nationwide was conducted April 5 through May 23, 2005, and has a margin of error of +/-0.8 percentage points.
In addition to winning by four percentage points overall, Starbucks is dominant among under-50 consumers, leading by 41% to 28% among 18-to-29 year-olds and 37% to 30% among 30-to-49 year-olds. Dunkin' Donuts, meanwhile, edges Starbucks among 50-to-64 year-olds, leading by a slim, 32% to 31% margin, and a wider 29% to 23% margin among seniors.
The "Starbucks Divide"-this division among age groups, coupled with Starbucks two-to-one dominance among liberals and progressives (43% to 23% among liberals; 41% to 19% among progressives)-provides a clear illustration of current social and political fault-lines.
Region plays a big part in consumer preferences, with each coffee chain winning on its home turf. Canton, Mass.-based Dunkin' Donuts leads Starbucks 40% to 30% in the Eastern U.S., but in the Western U.S., Seattle-based Starbucks trounces its competition, 43% to 19%. The two are nearly evenly-matched in the South (Starbucks 33%, Dunkin' Donuts 31%) and run close in the Central/Great Lakes region (Starbucks 32%, Dunkin' Donuts, 29%).
Gender is clearly a factor in Starbucks' position as well. While men prefer Dunkin' Donuts by 36% to 28%, women prefer Starbucks by a much wider 40% to 24% margin.
Residents of large cities overwhelmingly prefer Starbucks, by a 40% to 23% margin, while rural Americans give Dunkin' Donuts a 35% to 25% edge. In suburbia, Starbucks leads by a narrow 36% to 34% margin, and in small cities, Dunkin' Donuts clings to a one-point, 32% to 31% lead.
The Zogby Consumer Profile has been established by polling firm Zogby International as a survey of what Americans are buying and what really drives their choices. The Zogby Consumer Profile is the basis for a new newsletter, Zogby's American Consumer, about to be launched by Zogby International and pollster John Zogby, as well as a new "business intelligence" service that will allow companies to conduct in-depth market research to help business leaders identify their ideal consumers.
Zogby International conducted interviews of 15,556 American adults nationwide. All surveys were conducted from servers housed at Zogby International headquarters in Utica, N.Y., from April 5 to May 23, 2005. The margin of error is +/-0.8 percentage points. Margins of error are higher in subgroups.